A symposium in Namur on artificial intelligence in communication
On 15 May 2025, the WBCOM’ network held its Rencontres de la com communication symposium on “Reinventing AI: new tools, and recent and future developments”. Advances in the field roll by at breakneck speed, and with four speakers from a varied backgrounds, the Association of Belgian Francophone communicators, which is partnered with Cap’Com, painted a picture that resonated equally well with cyborgs as with centaurs (see Cap'Com AI 2024 infographic).
How can we keep track of the latest trends and advances in the field? What are the latest tools at out disposal? And which ones should we choose, based on the objective, in an ethical and responsible manner? The four contributions endeavoured to shed some light on the matter, beginning with the presentation by Cap’Com’s general delegate on “The AI compass: what tools for what objectives?”. What points for attention should we bear in mind when using AI? Next, participants learnt about AI’nnovation in Wallonie and the projects currently under way there. Antoine Hublet from the Agence du numérique took the opportunity to answer the question: what are the major trends within organisations?
The next topic was of particular interest to the French speakers, who are increasingly wondering about storytelling and its potential benefits/risks, with the presentation on “Storytelling through the prism of AI”. For Mathieu Bazelaire, CEO of laNiche.com: “AI is ushering us into a new era that will change the way we tell things and talk about ourselves. How do we create a story that works?”
At the end of the morning, Julie Foulon de Girleek brought the session to a close with a choice selection of tips and tricks for using AI to the maximum of its capacities to create content.
By presenting a variety of plans for leveraging AI while upholding a code of conduct specific to public communication, WBCOM’ expertly updated our approach to the subject, presented by the association’s fine team: Anne-Cécile Wagner and Emmanuel Radoux, and the president Gaël Lecomte, who also sits on the Steering Committee and the Cap’Com board.
The next Rencontres de la com meetings are scheduled for the afternoon of 19 June 2025 in the RTBF premises in Charleroi, on the topic: “Disinformation and public speaking: consequences and possible solutions”, with input from Klimentini Diakomanoli, whose book, Fake news : que fait l’Europe ?, has been published in French with Cap’Com backing.
